Abstract:

With the concept of green marketing emerging in the late 1980s, many hotels have begun to implement a variety of green marketing strategies, such as the use of the "green hotel" label to reflect the green image and attract potential customers. Recently, hotel customers have shown a stronger awareness of the green applications of the hotel. Since customers understand the importance of protecting the environment, many companies are trying to develop environmentally friendly marketing strategies or existing green activity strategies to address public and target customer perceptions. The aim of this study is to determine the green application criteria of hotel enterprises and emphasize the criteria determined. Method - The ENTROPI method, which is one of the Multi-Critical Decisioning Techniques, has been used to emphasize the criteria set for this purpose. Results - According to the ENTROPI results made, the most important of the green application criteria in hotel enterprises is the "Energy Saving" criterion, and the least important criterion is the "Environmental Awareness Training". Debate - In the province of Giresun, the importance of addressing the "Energy Saving" factor first for green management practices in hotel enterprises and the importance of carrying out related work to provide energy savings. It is also emphasized that the public and private sector should be encouraged by supporting government policies and environmental approaches with projects aimed at converting them into added value.